Mobile growth is a chaotic space right now. Apple’s iOS 14.5 changed everything for mobile marketers: deprecating the IDFA, increasing privacy, and decreasing marketing measurability.
I just took a deep dive into the data of how that impacts mobile games.
From my post at Singular:
Ad spend is down on iOS because measurability by traditional mobile user acquisition methods using IDFAs is gone. That ad spend has transitioned to Android because … growth targets must be met. But instead of generating new demand on Android, the new ad spend is simply taking a share of installs that would otherwise have happened in any case via organic.